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GameSquare announced today that it has hired Tyler “Ninja” Blevins as Chief Innovation Officer. Blevins will lead the company’s growth opportunities, starting with an incubator called Ninja Labs. GameSquare wants to use the new venture to build concepts and products aimed at youth culture.
According to GameSquare, Ninja Labs’ mandate is to “assemble disruptive strategies, pursue new business opportunities, and explore next-gen technologies to accelerate the industry’s growth within pop culture.” Using GameSqaure’s merchandising, marketing and content creation resources, Ninja Labs will develop consumer products, original IP and young creators.
Blevins said, “I want to build the next big thing in gaming, and I found it in GameSquare. Justin and the team have put together a world-class platform that will help me innovate and create compelling experiences to inspire the next generation of streamers and leave a lasting impact on the industry.”
GameSquare CEO Justin Kenna said in a statement: “Ninja is a unique talent whose reputation transcends gaming. As gaming increasingly merges with entertainment and pop culture, its ability to innovate and connect with multigenerational audiences around the world will be critical in ushering in GameSquare’s next evolution and creating something truly disruptive in the space.
GameSquare has several resources to provide Ninja Labs. GameSquare is the parent company of Complexity Esports, marketing agencies Gaming Community Network, Code Red and Zoned, merchandising specialist Mission Supply Co. and its Fourth Frame Studios production facility. To add, the company recently announced plans to merge with Motorcycle games and mediawhich owns Stream Hatchet, among others.
Ninja isn’t GameSquare’s first experience hiring creators. TimtheTatman and Dennis “Cloakzy” Lepore have both joined Complexity Esports as partial owners. Both rentals were intended to broaden the audience.
GameSquare joins other esports companies investing in new creators as a path to profitability. Misfits Gaming Group launched a $20 million maker fund late last year. GameSquare has invested in various verticals related to esports and creators. This incubator – with Ninja’s vision and platform – will help GameSquare maximize these resources.
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